Why only about half of Americans are showing Valentine’s Day any love this year

News - February 7th, 2019

Although Valentine’s Day spending is up, fewer people are actually celebrating the holiday.

The bloom is off the rose for many couples this Valentine’s Day.

While more than 60% of American adults planned to celebrate the romantic holiday a decade ago, today only about half (51%) expect to treat their sweethearts or themselves, according to the National Retail Federation’s latest Valentine’s Day spending report. And the number of shoppers showing the holiday some love has been trending downward for 12 years.

This aligns with a recent Swagbucks report that found most surveyed Americans (87%) admit that Valentine’s Day is not the time when they spend the most money on their significant other. In fact, most of them (47%) plan to cap their Valentine’s spending at $99, and 51% don’t expect their partner to drop more than $99 on them, either.